In recent years, Google has faced scrutiny and legal challenges regarding its practices related to ad revenue. A United States antitrust lawsuit has uncovered a series of emails exchanged by Google Search, Chrome, and Ads executives, revealing a scheme to increase ad revenues. This article delves into the details of these emails and explores the implications they have on Google’s operations and reputation.

The Uncovered Emails

The emails, dating back to 2017 and 2019, highlight discussions among top executives, including Ben Gomes, a Senior Vice President at Google. While the emails contradict Google’s previous claims of a firewall between the Search and Ads teams, it’s important to note that these discussions involved executives rather than the Search team itself.

In one email from 2019, a Google Ads executive named Jerry Dischler discusses plans to accelerate the launch of a new mobile layout that would generate significant revenue. The email also mentions the need for an injection of search queries from Chrome to meet quarterly ad revenue goals. Dischler expresses concern about the impact on Google’s stock price and the morale of the sales team if these goals are not met.

Firewall Between Search and Ads

Google has long maintained that there is a strong firewall between the Search and Ads teams. However, in a 2017 discussion, frustration is expressed about the wall separating the two teams. There are suggestions for the Search team to consider new goals around “query quotas” and focus on monetizable queries, particularly in high-revenue countries. The Search team, however, expresses reluctance to engage in activities that could negatively impact the user experience.

Impact on Users and Culture

The uncovered emails raise concerns about the impact on users and the culture within Google. Executives discuss changes to search ranking and other tactics to increase search queries and ad revenues. While they acknowledge the need to avoid negative messaging, there is a clear focus on revenue generation and the potential consequences of falling short of revenue targets.

Reactions and Criticism

The revelations from these emails have attracted criticism and further legal scrutiny for Google. Critics argue that the discussions contradict Google’s claims of a firewall between the Search and Ads teams, suggesting that the company prioritizes ad revenue over user experience. The potential negative impact on Google’s stock price and the personal fortunes of executives is also a point of concern.

Lessons Learned and Future Implications

The uncovered emails shed light on the internal discussions within Google regarding ad revenue generation. While the discussions involved executives rather than the Search team itself, they raise questions about transparency and the balance between revenue goals and user experience. Google may face further legal consequences and increased scrutiny as a result of these revelations.


The revelations from the uncovered emails provide a glimpse into the discussions among Google Search, Chrome, and Ads executives regarding ad revenue generation. The discussions suggest a focus on revenue goals and the potential impact on stock prices and personal fortunes. Critics argue that these revelations contradict Google’s claims of a firewall between the Search and Ads teams. As the legal challenges and scrutiny continue, Google will need to address these concerns and ensure transparency in its operations.